Change timezone in 10.04/11.04 without user input

How can one change the time-zone in Ubuntu 10.04 or 11.04 server from the command line without user input (e.g. tzconfig EST).

While one would use dpkg-reconfigure tzdata, per the related question How to change the time-zone settings from the command line, with user interaction, I can't seem to find out how to change the time-zone from within a non-interactive a script.

The solution is meant to be part of an installation script that configures a server.

Thank you for reading.

Create a link to /etc/localtime

ln -sf /usr/share/zoneinfo/America/Los_Angeles /etc/localtime

Just replace /America/Los_Angeles with your zone.